THE PUBLICITY POSTER

HISTORY

Tolousse-Lautrec

Definition: A means of communication generally with image and text whose end is to get one’s attention or to convince one to be in favor of an idea, service or product. It’s useful placed almost anywhere, but obviously more useful when distributed adequately.

As publicity media: It must offer information easily memorized with brief text and images that get one’s attention.

ASPECTS TO CONSIDER TO ACHIEVE SUCCESS

a) Sensory appeal. • This is a psycho-physical

function that is spontaneous and unconscious and obliges us to turn around and look, but it’s not long-lasting. This kind of appeal is achieved through a combination of effective image, color, size and shape.

b) emotional appeal is stable and long-lasting. To achieve this appeal we must take into account two factors: curiosity and basic human desires.

• Basic human motivating desires:1) Thirst and hunger2) Love of one’s children3) Health4) Sex appeal5) Affection for one’s parents6) Ambition7) Pleasure8) Bodily comfort9) Possession10) The approval of others

BASIC COMPONENTS OF A POSTER: TEXT AND IMAGE

TEXTHeadline(Slogan) The most important part of the text that summarizes

the message. It must be as brief and ingenious as possible. This is the largest lettering that appears on the poster.

Subtitles text that supplements the essential message. The lettering appears smaller than the headline.

• Company or Firm The name of the company that pays for the design and printing of the poster.

• Motto and Logotype The phrase that identifies the product or the company. The logotype being the image that does the same.

Credit The name of the artist that designs the poster and/or the name of the photographer who took the photos. This usually appears in the margin in very small lettering.

B) IMAGE “Worth more than a thousand words.” The following should be considered:

Colors should be clear, bright, and not pale or “watered-down.”

When selecting colors, one must consider what the color is typically associated with.

Red 

Associated with all things intense and passionate, danger, fire, energy and excitement

Highly erotic Symbol for violence, blood and war High visibility → used for road signs Indicates courage → used in many countries'

flags China - indicates celebration or luck India - colour of purity (used in weddings)

Yellow 

Colour of sunshine Indicates energy, optimism, joy, hope and warmth Seen before other colours when placed against

black Symbol of spontaneity and impulsiveness Dull yellow is associated with decay, sickness,

jealousy and deceit Asia - symbol of royalty and sacredness

Blue 

Depth and stability → colour of the sky and sea Symbol of freedom Associated with tranquillity, wisdom and loyalty Symbolic of cleanliness, technology and security Slows human metabolism → calms and soothes Masculine colour China - associated with immortality Hindus - the colour of Krishna Jews - holiness Middle East - protective colour

Orange 

Associated with enthusiasm, attractiveness, stimulation, creativity and warmth

Increases oxygen supply to the brain; an invigorating effect

Symbol of fall and harvest Ireland - religious significance

(Protestant)

Green 

Associated with Nature, youth, fortune and vigour

Also associated with feelings of envy and jealousy

Sharp and acute → not a relaxing colour Connotes inexperience (a greenhorn) Darker green associated with money Improves vision The colour of Islam

Purple 

Connotes royalty, nobility, wealth and extravagance

Symbolic of wisdom, magic and arrogance

Associated with mourning 75 percent of pre-adolescent children

prefer purple to all other colours

Gray 

Associated with security and solid

Connotes maturity, old age and dignity

Symbolic of conservativeness and boredom

Brown 

Associated with Earth, home and comfort

India - the colour of mourning

White 

Connotes purity, simplicity and faith

Associated with clinical elements → hospitals

Colour of perfection Represents peace or

virginity → colour of doves and snow respectively

Japan - white carnations signify death

Black 

Gothic representations → death and evil

Symbol of grief Associated with power,

mystery and fear Positive connotations -

elegance and class Aggressive and strong

colour

Look at these posters, identify all of the

publicity elements they include. Based on their colors, what meaning

do they have?

The significance of lines:

• horizontal -- To be in repose, resting, serenity, balance

• inclined vertical – movement, dynamism• curved – softness, smoothness, femininity• straight – energy, masculinity• broken or crooked – rough, unpolished, blunt,

rude, abrupt